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Google keeps his elbow to elbow with Facebook by launching Google Friend Connect, the competitor module of Facebook Connect. On the basis of electronic verification of identity, there remains a large unexplored market in online advertising.

A few days ago, Facebook, the famous social network launched Facebook Connect, the application that allows users to use the same login information on their profiles to access other sites in order to intensify and facilitate the sharing online activities, including participation in forums, the use of multimedia content and online purchases.

The main competitors Connect have always been Google and MySpace, which offer similar functions. The unexpected attack carried out by Facebook against Google has pushed it to react immediately by releasing a beta version of Friend Connect.

The application of Google is not very different from Facebook; it allows both to use a single online identity and to move on different sites. Only difference, Facebook has opted for a standard owner and closed while Google Friend Connect is based on OpenID technology.

The features are also very similar. A site that accepts IDs shared increased its social aspect, both welcoming new users and profiles and also to facilitate the sharing of content. A very advantageous especially because it will be a breeding ground for online advertising.

Thanks to the compatibility with OpenID, Google Friend Connect also works on Yahoo and AOL. The choice for platforms that seek to join the project no longer resides on the technology adopted its closed or open, but it will be based on that will be more advantageous on the revenue side of advertising, leaving already presage the answer because the power of Google, alone, can make a difference. This is where Facebook might encounter more problems with its users. But without speculating too, Facebook could also have been the winning bet, given the huge number of users it has.

In a perfect world, MySpace, Facebook and Google have created a common standard for interoperability. But the battle for control of the electronic identity and advertising market, has only just begun.

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